With a brand new co-working space opening and many others already around the UK, I oversaw TCN’s first foray into Google PPC with the aim of generating leads for all spaces.
The Challenge
Nationwide co-working is dominated by a handful of big hitters - WeWork, Workspace etc. These competitors typically have huge budgets with a focus on impression share - being at the very top of search results, every time. In order to get meaningful exposure here, it was imperative that TCN’s offering was clear, and that we were only reaching those who were looking for a specific style of co-working space available at TCN. It was also crucial that we understood the user journey and their most effective landing pages, as there had been no event tracking , previous data or prior success to gauge this.
So, how?
As a first port of call, I implemented full website event and goal set up for tracking leads and the user journey using Google Analytics and Google Tag Manager - something they previously had no visibility over. By using high intent, exact match only keywords and cleverly segmented geo-targeting through Google Search and Google Display, we could be sure that there was no wastage for irrelevant prospects. By unearthing the most cost-effective keywords, and serving clear and engaging ads tailored to each keyword theme, I have built mass exposure of TCN in relevant cities at a cost effective rate. Since implementation in 2021, TCN have recorded over 500 leads through Google Ads.
“A truly talented, reliable, can-do marketing specialist. James has technical capabilities and passion to deliver campaigns that make positive impact. He is a clear, honest and open communicator, and has significantly increased our monthly inbound leads.”
Marketing Manager, TCN
Heather Lloyd-Payne
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